1. Write an attention-grabbing headline.
Your homepage must grab visitors’ attention and quickly show the main benefit you offer. How does your product or service improve your customers’ lives? Does it save time? Help them make money? Give them pleasure or safety or comfort?
When you’re clear on the benefit, imagine explaining this to your teenage nephew in two sentences. No details — he has no patience for them.
Software makes a company more efficient, by simplifying its sales process.
Increased efficiency helps the company make more money.
re-work the language to speak directly to your customers in a way that fits
your brand. For example:
Software. Simplify your sales. Save time. Make more money.
sales process improves your bottom line. ABC Software gets you there.
tinkering until you have a headline people understand and that you feel great about.
2. Write clear and conversational web
visitors work to understand what you offer.
ditch jargon. Decide what you mean and write it in ordinary English. Read aloud
what you’ve written, and adjust it until you sound like a normal human. Nobody
uses words like ‘synergistic’ in real conversation. Because that would be
your web copy conversational. This doesn’t mean using slang, it means sounding
friendly. A quick improvement you can make is to use contractions. Use we’re instead of we are; use don’t instead
of do not, etc. Much friendlier!
3. Edit and be concise.
gets it right first time. We writers allow ourselves to write terrible first
drafts, so we have words to work with. During editing, we sculpt that raw
material into something effective.
editing, look for long, complicated sentences. I recommend using Hemingway to help spot them. Often, it’s easy to split a long sentence into two
shorter ones. Sometimes you’ll need to reorganize a sentence to make it work.
Use as few
words as possible. If you’ve written 100 words, challenge yourself to get it
down to 75. Then try 60. Keep going until everything left is essential.